The Effect of Brand Experience and Service Quality on Loyalty With Participant Satisfaction As a Mediation Variable on PPU BPJS Kesehatan Jember

Abstract

This research is expected to have good implications for BPJS Kesehatan as a guarantor of Indonesian public health which should be assessed as good in terms of service in line with the BPJS Kesehatan motto «Serving with a Heart of Service to the Country» supported by the Brand Experience which so far is still being improved, of course, to increase participant loyalty. so as to increase participant satisfaction with BPJS Kesehatan. The purpose of the research was to analyze the effect of brand experience and service quality on participant satisfaction and participant loyalty and the effect of participant satisfaction on participant loyalty in the JKN membership for the wage-earning worker segment at BPJS Kesehatan KC Jember. Based on the results of the analysis and discussion along with the conclusions in this study, it can be formed a suggestion from the researcher as follows, For PPU BPJS Kesehatan Jember it is recommended to continue to maintain and improve the brand experience and quality of services it has in order to increase satisfaction and loyalty of BPJS participants properly and For further researchers, it is recommended to conduct research with a wider scope than previous research that has not been studied in this study, so that other factors that affect participant satisfaction and BPJS participant loyalty can be identified, so that it can provide better research results and can gain useful knowledge.